October Results are Not encouraging for Transportation Providers

It may not be a complete "Happy Thanksgiving" for people who manage 3d party transportation.  After some very large decreases in the last few months, the CASS Transportation index decreased again in October.  The transportation index dropped 1.4% in October.  While this is better than the drop of 2.8% in August and 3.5% in September, it still shows that there is over capacity in the transportation industry.

The Intermodal index rose, YoY for the first time since 2014 by 0.4%.  This, I would call a "rounding error".  Let's call it flat.

Source:  CASS Transportation

Source: CASS Transportation

As I have discussed for many years, there is a fundamental shift in the way freight is moved in the US and I am wondering if even the metrics are wrong?  Should we be so tied to this freight index and does this really tell us about the economy? Today, the economy seems to be moving fairly well but transportation continues to decrease.  The issues:

1. Miniaturization of product
   
2. E-Commerce (reduction of movement of product to stores
   
3. Digitization of product - more product delivered electronically (Books, newspapers, inserts, music etc.).
   
4. Localization of suppliers - This is very interesting because it is a function of transportation costs getting out of control a few years ago. As more finished goods / component mfgs localize, transportation requirements decrease dramatically (Better cube utilization when shipping raw materials v. shipping finished goods or components).
   
5. The Borrowing Economy:   I will write more about this and the impact to supply chains but this is real and it is impacting how much we buy.  Think about how many items you have that sit and do nothing most of the time.  If people start aggregating this in a borrowing economy, the total amount of product bought and shipped will be reduced dramatically. 

So, the macro trends fully support this reduction in transportation even though the economy seems to be moving along quite nicely.  

Continuing on Cube Utilization - Secondary Cube

What if Watermelons were Square?

Ask yourself - What if Watermelons Were Square?

I find just about everyone gets the idea that putting more stuff in a trailer will generally reduce your overall costs because you will use less trailers.  It is that simple.  Miles per unit sold goes down and with that the cost of transportation.  Further, your sustainability goals are met far quicker because less miles means less emissions.  The easiest way to reduce the cost of anything is just to stop using it.  Concentrating on cube utilization accomplishes this.

However, for all the people who know this I find a lot less worry about secondary cube or what some call "liquid cube".  This actually takes into account the utilization of the cartons or packaging of product you are loading in the truck.  Think of it this way:  You may load 1,000 cases of xyz product into your trailer, look at it, and say "wow, did I cube out that trailer"!  What you may miss though is the cube utilization of the cases is horrible.  Open the cases and you may find a lot of air due to bottles being curved, sizing relative to the case not done properly, or just packaging which is too big for its contents.  If you are able to solve that problem (per my previous post, most likely with the marketing and merchandising folks) you may find you can put a lot more product in that same trailer.

So, the journey continues... Once you think you have cubed the trailer, start looking at secondary cube and start solving that problem.  Keep packing them tight and ELIMINATE emissions and cost; don't just reduce it.

(Answer to above question:  A lot more would fit in a trailer - after all, the rind is merely nature's packaging!)

Packaging and Merchandising Vs. Logistics Efficiency?

Conducting what I call a "walk around" (my wife calls it shopping) in the grocery store this weekend started my mind wandering to ideas about packaging and shelf space.  Why would a logistician be thinking of these stereotypical marketing and merchandising topics you may ask?  The answer is simple:  There is a battle going on in the retail world within companies and it is the battle of the logistician versus the merchandiser.

Just look at the picture below:

A merchandiser probably sees nice colors to attract the shopper's eyes, good shelf space display, multiple rows of the product to dominate the shopper etc.  A logistician sees boxes which are too big for the product which is in them thereby reducing useful cube in a trailer. If you look to the far end of the aisle you will see round and curvy shaped bottles.  The logistician thinks these attract the eye but kill you on cube (both primary and secondary) utilization.  So, the question is who wins?  To this point in my career the merchandiser has won but that is changing with three key changes in the external environment.

First, transportation costs have become so high people are no longer just deferring to the merchandiser.  They really need to make a solid business case why that curvy bottle which kills cube utilization is going to drive sales.  Otherwise, we will move to optimizing cube.

Second, shelf space is no longer such a driver of consumer preference.  When the entire concept of shelf space importance was developed it was the way to advertise to an uneducated consumer.  The consumer "learned" about your product by having the product catch her eye then have her read the box (another more practical reason why boxes are so big - need real estate for the writing and graphics) and this would be a major driver of her buying decision (The old adage there are two moments of truth: One when she decides to buy the product and two when she uses the product for the first time).  However this has all changed.  Many come to the store already knowing what they will buy as they have researched it prior to arriving. Or, if they have not, rather than read the box they will whip out their smartphone and read about it on line (the smart merchandiser will have a QR code on the box so it can be scanned).  This is a mega trend for how people shop which is growing and not shrinking.  The advent of the smart phone means you no longer have a self contained space to barrage the consumer with colors and splash - the consumer can "virtually" leave your space, find the information they want and need, then reenter your space without you even knowing it.

Third, as stores become smaller (especially if you follow the mega trend of consumers moving back to the cities which changes the entire dynamic of retailing) shelf space is shrinking.  With shelf space shrinking you need to figure out how to get your product in front of the consumer, get it to be interesting AND make it small and compact (The tyranny of the "OR" - Good to Great, Jim Collins).  For example, if you make laundry detergent and you only get 1' across on a shelf.  You can take that up with two giant bottles of non-concentrated detergent or you can concentrate it immensely and get 6-8 bottles across.  I personally believe more is better and the the signal the consumer will get is if there is that many on the shelf it must be because people are buying it - perhaps I should try it.   This trend supports and is in harmony with the needs of the logistician.

So, what does this mean for the logistician?  It means you need to get upstream in the packaging design, merchandising and manufacturing of your product.  Get involved in these decisions on the front end and influence the decisions which will meet the needs of the marketer and merchandiser and will also play nicely with cube utilization and transportation costs.  The lowest cost transportation is the transportation you do not use and better cube and better secondary cube (a topic I will address in another post) drives the elimination (not just reduction) of transportation cost.  This means you need to be intimately involved in the Sales and Operations Planning (S&OP) process and if your company does not have one you should lead and develop one.

I have always said the great logistician spends as much time on these topics as they do on working with carriers.  The work with carriers tends to be fun part however this is where the majority of your cost savings will come.